David L. Brinberg

R. O. Goodykoontz Professor of Marketing

Teaching Interest:

Consumer Behavior, Marketing Research, Social Marketing, Social Entrepreneurship, Foundations of Behavioral Research

Research Interests:

Consumer Decision Making, Social Change, Social Marketing, Conceptual Foundations of Research

Selected Publications:


  • Brinberg, D., and Lutz, R.J. (Eds.) (1986). Perspectives on Methodology in Consumer Research. New York: Springer-Verlag.
  • Brinberg, D., and McGrath, J.E. (1985). Validity and the Research Process: Beverly Hills, Ca., Sage Publications.
  • Brinberg, D., and Jaccard, J. (Eds.) (1989). Dyadic Decision Making. New York: Springer-Verlag.


Hamby, A., Brinberg, D., & Daniloski, K. (2015). How Consumer Reviews Persuade Through Narrative. Journal of Business Research, 68(6), 1242-1250.

Zemack-Rugar, Y., Corus, C., and Brinberg, D. (2012). The “response-to-failure” scale: Predicting behavior following initial self-control failure. Journal of Marketing Research, 49(6), 996 – 1014.

Peter, P. and Brinberg, D. (2012). Learning emotional intelligence: An exploratory study in the domain of health. Journal of Applied Social Psychology, 42(6), 1394 - 1414

Hamby, A., Pierce, M., Daniloski, K., and Brinberg, D. (2011). The use of participatory action research to create a positive youth development program. Social Marketing Quarterly,
17(3), 2 – 17

Maniscalco, C., Daniloski, K., and Brinberg, D. (2010), The Impact of Relationship Stage on the Determinants of Trust in the Pharmacist-Client Relationship: Results from a Social Marketing Campaign, Social Marketing Quarterly, 16(4), 18-40.

Hamby, A., Pierce, M., and Brinberg, D. (2010). A framework to structure research and practice in commercial and social entrepreneurship. Journal of Asian-Pacific Business, 11(3), 166-178

Moorman, C., Diehl, K., Brinberg, D., and Kidwell, B. (2004). Subjective knowledge, search locations, and consumer choice, Journal of Consumer Research, 673 – 680

Bodur, O, H., Brinberg, D., and Coupey, E. (2000). Belief, affect, and attitude: Alternative models of the determinants of attitude. Journal of Consumer Psychology, 9(1), 17-28

Sawyer, A.G., Lynch, J.G., and Brinberg, D. (1995). A Bayesian analysis of the information value of manipulation and confounding checks. Journal of Consumer Research, 21(4), 581-595.

Brinberg, D., Lynch, J.G., and Sawyer, A.G. (1992). Hypothesized and confounded explanations in theory tests: A Bayesian analysis. Journal of Consumer Research, 19(3), 139-154.

Brinberg, D., and Hirschman, E.C. (1986). Multiple orientations for the conduct of marketing research: An analysis of the academic/practitioner distinction. Journal of Marketing, 50, 161-173.

David Brinberg


  • B.A.- Rensselaer Polytechnic Institute
  • M.A.- University of Illinois
  • Ph. D- University of Illinois